Beauty industry vet Shawn Haynes joins E.L.F. Cosmetics

NEW YORK — Beauty brand E.L.F. Cosmetics has appointed former Markwins International executive Shawn Haynes as VP retail sales, a newly created position.

Haynes’ role with E.L.F. will focus on expanding the brand’s distribution primarily in the United States, while also strategizing new ways to strengthen E.L.F’s existing retail partnerships. Haynes will report to Joey Shamah, CEO and co-founder of E.L.F. Cosmetics.

Haynes joins E.L.F. Cosmetics with more than 15 years of experience in the beauty industry, most recently as SVP of sales for Markwins International, where he managed the seasonal cosmetics collections business for the Americas. Prior to that, Haynes was the SVP sales and marketing with global responsibility for the Wet n Wild brand.

“Shawn Haynes brings a unique skill set and an invaluable seasoned approach in selling to the traditional beauty outlets. We are excited to layer Shawn’s experience with E.L.F. Cosmetics’ brand innovation to continue to expand our retail footprint across the U.S.,” Shamah stated.

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